Creator Benchmarking: Overview

This page of the Creator Benchmarking Report gives you a high-level snapshot of how your program compares to your segment across creator composition, revenue, commissions, and program concentration.

Segment Overview

This section shows the scale and opportunity in your industry so you can gauge your program's growth potential. Compare your program's size and engagement against the industry average.

Segment Overview metrics

Metric	Description
Vertical Count	Total number of brands in the segment that actively use creators.
All Individual Creators	Total unique individual creators working across the segment.
Active Individual Creators	Individual creators actively driving clicks in the reporting period.
Productive Individual Creators	Individual creators generating revenue in the reporting period.
All Creator Networks	Total creator network publishers enrolled across the segment.
Active Creator Networks	Creator networks actively driving clicks in the reporting period.
Productive Creator Networks	Creator networks generating revenue in the reporting period.

Your Creators

This section compares your program's size and engagement against the industry average. If your rates fall below average, it may signal opportunities to optimize creator engagement.

Creator Efficiency

This graph shows how many creators you're working with compared to similar brands, broken down by activity status.

Status	Description
In-Active	Not generating clicks or revenue.
Active Non-Productive	Generating clicks but no revenue.
Productive	Generating revenue.

Creator Productivity

This graph shows your rate of activating creators and converting engaged creators into revenue, benchmarked against the segment.

Metric	Description
Active Rate	The share of your creator base driving at least one click. (Active non-productive + productive) / all creators.
Productive Rate	The share of your active creators converting to revenue. Productive / (active non-productive + productive).

Revenue Breakdown

This section shows whether your program is relying too heavily on one type of creator compared to your competitors, and how that revenue is split between individual creators and creator networks. A balanced approach is generally recommended.

Revenue Breakdown metrics

Metric	Description
All Programs Total Revenue	Your combined revenue across Performance and Creator programs.
Total Revenue from Creators	What share of your revenue comes from creator partnerships.
Revenue from Individual Creators	Revenue generated by individual creators.
Revenue from Creator Networks	Revenue generated by creator networks.

Revenue Share From Creators

This graph compares how your revenue is distributed across creator types versus the segment average, highlighting your reliance on creators, networks, and non-creators (i.e., all other partner types).

Partner type	Description
Non-Creators	All other partner types (e.g. coupon site or loyalty partners). Your percentage of revenue from this group vs. the vertical average.
Creator Networks	Your percentage of revenue from creator networks vs. the vertical average.
Individual Creators	Your percentage of revenue from individual creators vs. the vertical average.

Commission Breakdown

This section shows how you pay your creators and how that compares to the segment. Some brands pay on a performance basis (per purchase or action driven), typically as a percentage or flat amount on a sale. E.g., 5% per order or $5 per signup.

Others use non-performance payments like paid placement fees, upfront payments, or bonuses.

Commission Breakdown metrics

Metric	Description
Total Commissions to Creators	All commissions paid to creators (individual creators and creator networks combined).
Action Based to Creator Networks	Performance-based commissions paid to creator networks. These are commissions tied to a tracked action (e.g. a sale).
Non-action to Creator Networks	Non-performance-based commissions paid to creator networks (e.g. flat fees, placements, bonuses).
Action Based to Individual Creators	Performance-based commissions paid to individual creators. These are commissions tied to a tracked action (e.g. a sale).
Non-action to Individual Creators	Non-performance-based commissions paid to individual creators (e.g. flat fees, placements, bonuses).

Commission Share By Creators

This graph compares your commission spend by payment type and partner type to the industry average.

Legend item	Description
Non-Creators	Commission share paid to all non-creator publisher types.
Creator Networks Action-based	Performance-based commissions paid to creator networks as a share of total spend.
Individual Creators Action-based	Performance-based commissions paid to individual creators as a share of total spend.
Creator Networks Non-action	Non-performance-based commissions paid to creator networks as a share of total spend.
Individual Creators Non-action	Non-performance-based commissions paid to individual creators as a share of total spend.

Program Concentration

This section shows how revenue is distributed across your most productive creators compared to the industry average—only including brands that work with 5 or more creators. If a large share of revenue comes from just a few creators, losing one could significantly impact performance. A balanced distribution indicates a healthier, less risky program.

How Top Creators Contribute To Revenue

This graph shows revenue from creators broken into tiers (Top 1–5, 6–10, etc.) so you can see how much revenue comes from each rank of most productive creators, compared to the segment.

Tier	Description
5	Share of total revenue contributed by your top 5 revenue-generating creators.
10	Share of total revenue contributed by your top 10 revenue-generating creators.
15	Share of total revenue contributed by your top 15 revenue-generating creators.
20	Share of total revenue contributed by your top 20 revenue-generating creators.
25+	Share of total revenue contributed by your top 25 or more revenue-generating creators.

Cumulative Revenue

This graph shows how much of your revenue comes from your top creators versus the industry. A steeper curve indicates that fewer creators drive most of your revenue. A flatter curve indicates revenue is spread more evenly across your creator base.